U B U Burger King 12 month marketing plan

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Introduction
For over 50 years, Burger King has reigned as one of the
largest fast food hamburger companies in the world. The
“Have It Your Way” slogan was revolutionary as it
introduced a concept that was unfamiliar to the fast-food
industry--the freedom of individual choice. Burger King
took one of the foundational principles of this country and
put it on a hamburger!! What is more American than
that? With a menu that offers a wide variety of food
choices designed to appeal to appetites of all ages, races
and cultures, Burger King continues to acknowledge the
uniqueness of their consumer with the invitation to tailor
their meal in a way that satisfies their personal tastes.
01 Television
Internet/Mobile
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Technology
03 Radio
This innovative approach sets Burger King apart from its
competitors and puts them in position to take their concept
to brand new levels. We at The Agency/Volition Sound
Branding have set out to reinforce Burger King's embrace
of the individual while highlighting those universal events
and experiences that unite us all. If there is one thing
that transcends all racial boundaries, dispels stereotypes
and brings people together, it is the love of great food. So,
whether you are on your way to work or to work out,
playing with your kids or planting flowers in the garden,
dancing to salsa or the electric slide, Burger King is always
ready to satiate your hunger. Burger King welcomes its
diverse consumer, inviting all that enter their restaurants
to feel free to express themselves without
compromise. With open arms, Burger King makes the
challenge to its patrons…
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U B Uwhat
and
We’ll
BK!
does it all mean?
U B U and We’ll BK! begins one of Burger King’s most welcoming and exciting connections to its customers in
its 53 year history. Burger King has always been proud to acknowledge the uniqueness and diverse taste,
personality, and lifestyle of each customer by providing universal nourishment for the world to enjoy.
Now, in 2007 where technology has made it easier to connect with people around the globe, Burger King recognizes
the importance of building a worldwide friendship where everyone can feel comfortable being who they are. Just be
you is a simple way to put it. But in this era where the internet and text messaging rule the world, Burger King says
to its consumer, “U B U and We’ll BK!”
B Smart!
B Sexy!
B Silly!
B Serious!
B Hot!
B Spicy!
B Caliente!
B Cool!
B Daring!
B Delicious!
B Dazzling!
B Different!
B Terrence!
B Toby!
B Talia!
B Tasha!
Text
“U B U and We’ll BK!”
We are all constantly growing, learning, and changing day after day, month after month, and year after year. Some
days we feel hot and some days we feel cool. Some days we feel smart and some days we feel silly. The list of things
you can be when you walk into a Burger King restaurant is endless.
Be super if you’re Superman. Be Spidey if you’re Spiderman. Be anything! You can even B-yonce!
No matter who BK customers are or how BK customers feel, Burger King will always be Burger King when they walk
through the BK doors. Offering fresh, delicious, mouth-watering food with a smile is what customers can count on
day after day, month after month and year after year at Burger King. And to this end, Burger King says once again,
“UBU and We’ll BK!”
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01 Television
The world is changing faster than ever. With the internet and the
power of technology behind cell phones, Burger King consumers are
busier and in more places than ever.
Surfing the internet, texting friends, watching shows on cell phones
and staying glued to youtube are major ways consumers are spending
large amounts of their time.
U B U and We’ll BK! is a fully integrated campaign which
seamlessly reaches Burger King customers through engaging tv
commercials, entertaining radio ads, interactive internet concepts,
and innovative mobile phone technology.
U B U and We’ll BK!
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Television
1st Half of TV Campaign: FRONTIN’
Although worldwide communication has expanded beyond television, tv still remains a
highly watched vehicle for advertising. Burger King recognizes that everyone at some
point in their life has felt like they needed to be something or someone else in order to
get what they want.
The Urban community calls this universal act:
Frontin’
However, at Burger King, BK Customers don’t have to front in order to get the exact
food they crave.
The U B U and We’ll BK! television campaign presents a comedic perspective showing
characters fronting as one thing in order to gain respect, self-esteem, friendship, and
adulation. In the end, they realize that frontin’ does not get them exactly what they
want.
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Terrence
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Television
2nd Half of tv Campaign: INDIVIDUALISM
Burger King embraces the individual while highlighting those universal events and experiences that
unite us all. The love of great food transcends all racial boundaries, dispels stereotypes and brings
people together. Burger King welcomes its diverse consumer, inviting everyone who walks through
the BK doors to feel free to express themselves without compromise.
The Individualism side of the TV campaign showcases the uniqueness of the individual. Burger King
welcomes the talents, characteristics, and personalities of their customers that make them unique.
U B U and We’ll BK! uses these stand out characters to dispaly extraordinary talents, physical
characteristics, and innovative thinking. Moreover, the INDIVIDUALISM campaign creates cool
opportunities to feature these qualities while sometimes breaking racial and cultural stereotypes.
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Internet/Mobile Technology
Text
On the World Wide Web, websites are judged by a number of criteria. The
most common of them is how many people visit the site. Creativity and
interactivity are also key standards by which the effectiveness of websites are
measured. Websites have quickly become significant resources through which
consumers find out more about products and services. In many cases, they
have become the primary portal to information and marketing. There are
countless web services that will measure how many times a website has been
visited, how long visitors stay on the sites, where the visitors come from and
how many times they click while they remain logged on to the site.
When good ideas cleverly put together get online, they spread – virally. In this
connection, we have put together the beginnings of a Burger King viral
campaign designed to improve Burger King’s online visibility (creating more
web visits), increase consumer awareness of the Burger King product (flooding
the customer with information through creative webgames contests and
giveaways), measure consumer interest and viability of alternate means of
marketing (monitoring click-throughs – where they come from) and create a
infectious buzz about Burger King!
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Internet / Mobile
*Meal Machine
Make your own beats for frontin’ here. Click on various BURGER KING MENU food items and explore the sounds they
make. Then, create your own beat for Frontin’ by dropping the items you want into the window of your car. Add as many
items as you like and create your very own unique beat for Frontin. Your track may be selected to be broadcast on a
television, or radio commercial advertisement for Burger King. To submit your track to Burger King, just double click on the
volume knob of the stereo icon. THE MEAL MACHINE WILL HAVE SEPARATE MUSIC CATEGORIES:
Reggaeton, or Rock
Drums
Bassline
Guitar
Vocal
Piano
Hip Hop,
3 separate Meal Machines from three separate
genres; Play with all three to make a mash up or
choose one.
Burger King would allow users to utilize the sounds like a
sample cd to be submitted to Burger King for possible
commercial music as well as for their own pursuits. The music
people create would be used for the commercial campaigns.
Spend hours on the site making your own music!
Horn
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* FRONTIN’ HALL OF FLAME!
Front all you want!
The Burger King Website will host a contest in which consumers will submit
original works, drawings, jokes, music videos, music, commercials, spoken word in
the form of scanned images, videos, or music - all on the subject of Frontin’.
Burger King will judge them once a week and post a winner. The winner will
receive an appropriate prize plus entry into the Frontin’ Hall of fame. At the end of
the year, the 52 entries will be judged to select an overall winner.
*Inductees put in their candidates for the Frontin’ Hall of Flame
*Seed it on youtube, myspace, google, etc…
Hall of Flame
*Shoot your own frontin’ video---Jokes, music video, commercials, spoken word,
“Show us how you front!”
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T-E-X-T Your Order!
U B U and We’ll BK! introduces the cell phone technology that will allow Burger King
customers to text message their food order to Burger King. This new technology can
be the start of a new future for Burger King with added revenue and multiple crossmarketing options with cell phone companies. We all know how much kids love to text.
Giving everyone the capability of texting his or her order to Burger King can make the
process of ordering food more convenient for BK customers. No only will time be
saved, but Burger King will be able to capitalize on that unique hunger impulse that
we all eventually get. Feel free to T-E-X-T IT YOUR WAY!
BURGER KING TEXTING SHORT HAND MENU
WHOPPER
DOUBLE WHOPPER
TRIPLE WHOPPER with cheese
WHOPPER JR.
ANGUS STEAK BURGER
HAMBURGER
DOUBLE HAMBURGER
CHEESEBURGER
DOUBLE CHEESE BURGER
BK STACKER
FRENCH FRIES
ONION RINGS
TENDERCRISP CHICKEN SANDWICH
CHICKEN CRISP
TENDERGRILL CHICKEN SANDWICH
ORIGINAL CH ICKEN SANDWICH
BK CHICKEN FRIES
CROWN SHAPED CHICKEN TENDERS
BK BIG FISH
BK VEGGIE BURGER
DUTCH APPLE PIE
HERSHEY’S SUNDAE PIE
WHP
DWHP
TWHP CH
WHPJR
ASB
HB
DHB
CB
DCB
BKST
FF
ORS
TCRSP CH SW
CHCRSP
TGLL CH SW
O CH SW
BK CHF
CSHPD CH TEN
BK BF
BK VB
DTCH AP
HERSH SND PIE
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T-E-X-T Your Order!
HOW IT WORKS
Text UBU into your phone and the Burger King Menu
Board will show on your phone. Highlight each of your
selections, enter the store location code and press the pound
key. There is a minimum of five dollars and a maximum of
$11 dollars for each purchase when texting your order.
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* youtube - Reality Commercials
U B U and We’ll BK! takes this concept a step further by providing an outlet for up and
coming directors, writers, and actors to be part of THE BURGER KING REALITY
COMMERCIAL CONTEST. Just like reality television is created, U B U and We’ll BK!
proposes that people can come up with their own treatment ideas and have them play
out in reality where they receive real innocent genuine reaction from passer-bys and
local people in the vicinity of the video shoot. Commercials that show a genuine demand
or a uniqueness will be submitted to THE BURGER KING REALITY COMMERCIAL
CONTEST where they have a chance of having their reality spot shown on national TV in
it’s original form. This contest allows everyday filmmakers pranksters, directors, etc… to
truly express themselves in their own unique way.
The following links represent Burger King consumers shooting a parody of a popular Burger
King video:
http://www.youtube.com/watch?v=7H-Zt6hqRWY&mode=related&search
http://www.youtube.com/watch?v=6Kl1TkoyhzA&mode=related&search
http://www.youtube.com/watch?v=ny5JErM9qBM&mode=related&search
http://www.youtube.com/watch?v=BWXnDedZPt8&mode=related&search
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03Radio
Before television, radio dominated the airwaves and served as one of the
most popular vehicles to reach the masses. Even with the growth of
television, the internet and the worldwide obsession with cell phone
content, the future of radio advertising is still effective. U B U and
We’ll BK! considers radio to be a strong component within the
advertising campaign. With the advent of podcasts and pay radio
stations such as XM Satellite and Sirius, and thousands of radio
stations around the world, radio advertising maintains a strong
audience.
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“ The Hook Up”
Burger King Radio :30
Volition Sound Branding
SFX: (school alarm) After school bell rings. School ambience.
STEVE: Hey Lisa, come on everybody’s going to Burger king.
LISA: I’m not ready yet. I have to go get my book bag first.
STEVE: Look. You better come now or else it’s gonna be crowded and you’re gonaa have to wait a while in line. But if you come with me, I got the hook up there. My boy
works there. We won’t have to wait long at all even if it is crowded.
LISA: If it’s gonna be crowded, I’ll just text my order in to Burger King.
STEVE: Text it, what are you talking about.
LISA: You didn’t know? Now, you can text your order to Burger King now. Just put in the restaurant code and their menu will come up on your phone with the text codes
for their menu items. Just type in your food codes and the approximate time of your arrival and head to Burger king. They’ll have it ready for you.
STEVE: Look. I told you I got the hook up. Are you coming or not?
LISA: Sorry, but I’ll be there shortly.
ANNOUNCER: Now, at Burger King, you can text it your way. Just text U B U into your phone and the Burger King menu board will show on your phone. Type in the
BK location code. Highlight each of your selections and press the pound key. There is a minimum of five dollars and a maximum of $11 dollars when texting your order.
SFX: Burger King ambience
LISA: Hey Steve! Still in line? It looks like your hook up didn’t come through. I told you you should have just texted your order like me.
STEVE: But how’d you get your food so fast?
LISA: Text your order next time.
STEVE: Hey Lisa, can I borrow your phone?
Burger King. U B U and we’ll BK!
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“MEAL MACHINE”
Burger King Radio :30
Volition Sound Branding
TIM( Egotistical) Well, look what we have here! Is my little brother trying to be a music producer like his big brother.
SCOTT: Yep! Burger King has a new website where you can make real hip-hop beats, reggaeton tracks and pop music with just a click of a button. I can make music like
you.
TIM: For real?
TONY: Yep. Not only that, I can submit my track to Burger King and possibly get it played on a national commercial. Then, I’ll get paid for real.
TIM: For real real?
SCOTT: For real real! The best part is I can submit as many tracks as I want. This is the 10th beat I made today. I’ve been on this site for the last five hours.
TIM: Hold up. Let big brother with the gold record make something.
ANNOUNCER: Now online at Burger King.com, you can make your own beats to front to using Burger King’s new MEAL MACHINE. Just
login using your email address and click on various BURGER KING MENU food items and explore the sounds they make. Then, create
your own beat for Frontin’ by dropping the items you want into the window of your car. Each food item you choose has a unique sound
to it whether it is a cool drum, a funky bassline, a hot piano melody or party vocal. Your track may be selected to be broadcast on a
Burger King television advertisement. To submit your track, just double click on the stereo icon. Make an mp3 or burn it to a cd.
TIM: I could do this all day. Let’s pump it in the car.
SCOTT: Car? You don’t have a car.
TIM: I will, after I sell these beats to BK! I just submitted two tracks.
SCOTT: It looks like they’ll be contacting me when your beat wins.
TIM: Why?
SCOTT: Cause you’re logged in through my e-mail.
SFX: Laughter.
SCOTT: Don’t worry, I’ll let you ride shotgun.
U B U and We’ll BK!
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In Conclusion
U B U and We'll BK! is an exciting global campaign that welcomes the
world through the delicious doors of Burger King.
Succeeding in hunger management for over 53 years, Burger King can
set out to dominate the fast food industry for the next 53 years with a
creative, fun campaign that conjures up endless executions that can tie
together gigantic events such as THE OLYMPICS where individuals shine!
B Olympians! B Gold! B Silver! B Bronze! B Sportsmanlike! B Winners! B
Teamates! B Worldwide!
If there is one thing that unites us all, it is the love of great food! We
welcome the world and all of the millions of great individuals into the
doors of a new Burger King where we say out loud,
"U B U and We'll BK!”
The Agency/Volition Sound Branding
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